I. SOCIAL MEDIA & THE MULTICULTURAL CONSUMER (10:00-11:00AM)U.S. Hispanics are social super users. They over-index on social activities from sharing to commenting to creating. They are not a passive group socially. They over-consume and naturally use multiple devices to inform, communicate, share, and entertain across screens. Hispanics' growth on social platforms is enormous. They are powering the growth across the key players in the space including Facebook and Twitter. In this session, Marla Skiko, Executive Vice President, Director - Digital Innovation at Starcom MediaVest Multicultural will share the US Hispanic Social opportunity and how marketers can capitalize on this opportunity to connect brands to this robust group of socializers.

II. HOW CONAGRA FOODS IS IMPROVING THE EFFECTIVENESS OF DIGITAL ADVERTISING (11:15AM-12:15PM)Until recently, the technology did not exist to actually help advertisers quantify the incidence of sub-optimal delivery, leaving many advertisers flying blind. Today, however, advances in digital measurement have helped to pull back the curtain – ultimately giving advertisers the tools needed to not only understand sources of waste but to optimize against poor performing delivery to improve their overall advertising outcomes. In this session, Cindy Neumann, Senior Director, Consumer Insights Advanced Analytics– ConAgra Foods, Heather Dumford, Media Director, Global Marketing – ConAgra Foods, and Tammy Vance, Senior Director - comScore will present ConAgra's approach for using ad and audience delivery validation insights, including viewability data, to drive decision-making and generate a strong ROI in their digital efforts. You will also learn how to turn data points into actionable insights that drive value, and the best way to ensure marketers are getting the most out of their digital spend.

III. HYATT EMBRACES GLOBAL RANDOM ACTS OF KINDNESS THROUGH REAL-TIME MARKETING (12:45-1:45PM)In this session, Dan Moriarty, Director of Digital Strategy – Hyatt Hotels Corporation will share a worldwide real-time marketing initiative, #InAHyattWorld, that saw Hyatt employees surprising random people across more than 12 cities with random acts of kindness, such as opening doors, pop-up spas, giving away fresh juice, and pop-up spas and phone charging stations. Marketers will learn the details about the campaign, including what the goals, best practices, and takeaways that marketers can learn from their approach and strategy in this campaign.

IV. MEMBER ROUNDTABLE DISCUSSION/HIGHLIGHTS FROM 2013 ANA MASTERS OF MARKETING CONFERENCE (1:50-2:30PM)In this session, we will cover highlights from the 2013 ANA Masters of Marketing Conference. In addition, we will open up the discussion to talk about issues that ANA Midwest Digital & Social Media Committee members are facing and build upon those topics to explore in future meetings.

Facilitator:Meghan Medlock, Director, Conferences & Committees – ANA

ANA Committee Member Testimonials

“ANA committees are an invaluable way to learn more about key industry issues, trends and best practices from other advertisers and industry experts. I always learn something I can apply to my job and share with others on my team." Eve ReiterVP, Global Agency Relations, American Express and Chair of ANA Agency Relations Committee